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In addition, some scholars studied the external influencing factors of consumers’ online purchase intention according to the characteristics of the network consumers. The external factors include demographic variables, service level, perceived risk and online shopping experience. Spiller and Lohse found that the demographic variables are the main influencing factors of consumers’ online purchase intention. (Speiller, & Lohse, 1997, p.33) Then Heijden, Verhagen and Creemers found that consumers’ perceived risk and shopping attitude have better impact on consumer purchase intention. (Heijden, Verhagn, & Creemers, 2003, p.44) Moreover, Chu, Choi and Song studied the customers’ online purchase intention from the perspective of demographic variables, cognition and psychology. (Chu, Choi, & Song, 2005, p.118) Gefen came to the conclusion that psychology and cognition have a significant impact on customers’ online purchase intention. However, the influences of demographic variables are relatively small on the online purchase intention. (Gefen, 2004, p. 418)
The current research is mainly based on the influencing factors of online consumer purchase intention. Personal and external factors have impact on online purchase intention. However, it is almost blank to explore the influences and related factors of consumer purchase intention in online meal ordering. As a result, we will talk about the influencing factors of consumer purchase intention in online meal ordering from personal factors, operating performance of websites, payment environment, personal information security and store service level combined with the property and characteristic of online meal ordering system.